Look ma, no Photoshop

In 1983 I was hired to shoot a series of ads for IBM. One of the ads featured a class of young students painting a mural of the United States. I wanted strong window light coming in from 9 o’clock to side light providing depth to the room. The clock is one of the most important topics I talk about in my online class with the BPSOP, and in my “Stretching Your Frame of Mind” workshops I conduct around the planet.

In the old film days, the days when the word Adobe meant a type of house in the Southwest part of the US, I couldn’t rely on post processing to help create the illusion of depth.; for that matter, for anything. I also couldn’t rely on finding a room that would give me nice sidelight on the kids; let alone count on a sunny day. There was too much money involved for the advertising agency and client to reach a level of comfort in my ability to arrange for everything needed..for example late afternoon light at 9 o’clock.

So, what do you do? You bring out the “big lights”, 12K HMI’s, the lights I often used both in print and when I was acting as a director/cameraman on TV commercials. These lights were 12,000 watt daylight balanced lights that needed a big generator and ballasts to operate…and a package that included a gaffer, assistant, truck and portable generator would run about $2000.00 a day for just one light, CTO gels (warming gels since the light was on the blue side) and barn doors.

An all day shoot.

In order to create an even exposure from one end of the kids to the other it took six lights and several hours to set up and shoot. It was the “good old days” where it was fun creating the look on one piece of film and one exposure.

Visit my website at: www.joebaraban.com, and follow me on Instagram: www.instagram.com/barabanjoe. Check out my workshop schedule at the top of this blog. Come shoot with me sometime.

JoeB

One exposure on one piece of film.

In the film days, the days when the word Adobe meant a type of house in the southwest, we had to create all our images in the camera. One piece of celluloid, one exposure was all we had to work with.

I would say that the hardest subject matter to shoot during those times were automobiles, and actually anything that had wheels and moved was difficult. These were big budget shoots, and if you didn’t nail it, you didn’t work on that account any longer; you didn’t work at all with that agency. You were “persona non grata”, which basically meant that you would be through getting work from them. Worse, if that art director you just made to look bad wound up at another agency (and they moved around all the time), you were done there as well.

Scary times? you bet!!!

I loved car shoots because the day rates were the largest and you always stayed at the best hotels, flew first class, and ate at the best restaurants. Believe me when I say it was great times, but hardly worth whatever consequences there were if you screwed it up.

I was shooting a big campaign for Volkswagen, and one of the ads was going to have a local buy…as they referred to advertisements running in just one or two cities. The budget couldn’t support a camera car so when this occasionally came up, we would rent a Lincoln Town car because they had the smoothest ride. As in the photo above, we would get in the trunk and shoot car-to-car from there.

After determining the Sun’s position using my Sunpath readings and my Morin2000 hand bearing compass, we decided on this urban street in LA. My assistant and I were in the trunk of the Town Car, and another station wagon with a large piece of foam-board taped to the rear door to bounce light back into the grill, was right next to me.

We hired two cops to block the street and a water truck to give the road a wet-down…so the reflection would add to the visual interest. Although the car looks like it’s speeding down the road, in actuality we were only traveling ten to fifteen to twenty miles maximum per hour. As long as both cars were moving at the identical speed, I could shoot at 1/4th of a second) to create the illusion of speed while keeping the car sharp..

As I tell my online students with the BPSOP, and the ones that take my “Stretching Your Frame of Mind” workshops I conduct around the planet, in the digital age, the age of CGI, most car photography is now done in the studio, often times the landscape is bought separately, and the illusion of speed and the blending of the car in the landscape is handled with Photoshop….so sad, so very sad!!!

🙁

Visit my website at: www.joebaraban.com, and follow me on Instagram: www.instagram.com/baraban/joe. Be sure to check out  my workshop schedule at the top of this post. Come shoot with me sometime.

JoeB

Look ma, no Photoshop.

Every time I write one of these posts it takes me way, way back to the days when Adobe was the name of a style of house in the Southwest part of the US.

The good old days when you had to do everything in the camera, and as a result got the occasional ulcer for doing it. Yes, those do-da days where it took just one screw-up and you became persona non grata at not just the agency you were shooting for, but if that Art Director that picked you went to another agency, and they often did, your name went with them. That’s just the chance you took because the money was so good. In those days car shooters (the good ones) were getting $5000.00 per shot (plus all expenses) and up, and that day sometimes meant one shot at sunrise and one at sunset.

In my online classes with the BPSOP, and in my “Stretching Your Frame of Mind” workshops I conduct around the planet, we work on incorporating the Elements of Visual Design into their photography. We also work on getting as much in the camera before the shutter is clicked so that my fellow photographers can become better photographers, not better computer artists.

That’s not to say that I don’t use Photoshop because I do with just about every photo; not to do anything except minor tweaking. For me, getting it in the camera is a great challenge, and as a result I fell good that I’m a good shooter that relies on my eye and imagination, not Histograms, blinking lights, and that insidious bane of existence that’s called…HDR!!!.

In the above photo, the Art director and I choose The Bonneville Salt Flats for the location because of the simplicity, the great light, and all that wonderful texture.

It may look like a simple set-up but I can tell you that it was anything but simple. The car company that brought the new-never been seen before Alpha Romeo got their huge van and trailer stuck and after hours of trying and a twenty foot hole, we were able to rent a back hoe to get the tractor out that got stuck trying to get the trailer out in the first place…what a mess!!! This took a day. Then, we had to fill in this giant crater so it looked like it never happened…another day of expenses.

Simple set-up????????

The placement of the car was extremely important since as a prototype it came without a motor and had to be manually placed (by hands) to get the right angle of the light. When seconds counted, there wasn’t enough time to move it again (and keep those tire tracks out of the shot. To do this I determined the degrees of both sunset and sunrise then I used my Morin 2000 hand bearing compass to decide on which one to shoot and to get it at the exact angle to eliminate unwanted hotspots and glare, and the shadow that was important as well. I knew that the shot had to be taken right before the full sun was visible on the horizon. After that the car was subject to those elements that couldn’t be taken out since any thought of post-processing was years away.

Visit my website at: www.joebaraban.com, and follow me on Instagram: www.instagram.com/barabanjoe. Check out my workshop schedule at the top of this blog. come shoot with me sometime.

JoeB